CANPACK, a leading can manufacturer, has partnered with São Geraldo in Brazil to introduce its flagship beverage in 350ml infinitely recyclable cans. Formerly available only in glass or PET bottles, Cajuína São Geraldo, a soda containing 5% juice from native cashew trees, is highly popular in the northeastern states of Brazil. This beverage distinguishes itself with its unique flavor derived from cashew fruits rather than the more commonly known cashew nuts. São Geraldo, based in Ceará, underscores the drink’s local essence.
Tiago Caldas Dias, Marketing Manager at São Geraldo, stressed the cultural significance of the beverage, stating, “The drink is deeply connected to the culture and people of the region. And now we want to introduce Brazilian consumers from other regions to this taste of our history.” The collaboration with CANPACK has facilitated the expansion of their market reach, enabling the company to cater to distant markets. Tiago highlighted the benefits of using cans, citing issues related to CO2 loss in PET production and the convenience of cans in retail environments such as shopping malls, airports, and events. Additionally, he emphasized the environmental sustainability of aluminum cans, aligning with the company’s environmental strategy.
The new Cajuína São Geraldo cans showcase ripe cashew fruits in vibrant red and golden-yellow hues, accompanied by the slogan “O Sabor do Nordeste” (The Taste of the Northeast), accentuating the product’s regional identity and refreshing taste.
Fábio Aquino Araújo, Sales Manager at CANPACK, noted the growing consumer preference for locally sourced products and unique flavors rooted in tradition. He expressed enthusiasm for partnering with São Geraldo to introduce this distinctive regional beverage to a broader audience across Brazil and potentially beyond. Araújo emphasized the role of aluminum beverage cans in conveying a brand’s message effectively on store shelves.
The partnership between CANPACK and São Geraldo reflects a strategic move to capitalize on consumer trends favoring locally produced goods with authentic cultural connections, as identified by market analyst Kantar